The e-commerce industry is growing all over the world. It is important for companies nowadays for online firms to implement the right strategies to differentiate themselves from the competition. The purpose of this study is to examine the relationship between AI chatbot usage, social media marketing activities, and trust in customer loyalty specifically in the Guatemala e-commerce Industry. Besides that, the paper evaluates the main dimensions that define AI chatbot usage and social media marketing activities. Additionality, the research investigates the moderation role of customer involvement in the conceptual model and the mediating effect of perceived value between the strategies and loyalty. A total of 192 effective responses were collected. The data were analyzed using a structural equation model (SEM). The findings indicate that AI Chatbot usage is explained by efficiency, security, and personalization, on the other hand, social media marketing activities by informativeness, interaction, and customization. Furthermore, the results reveal that customer loyalty is positively affected by the three strategies. The study showed that customer involvement does not strengthen or weaken the relationships between strategies and loyalty. According to the mediation analysis, perceived value effect only the link between social media marketing activities and customer loyalty. This paper provides managerial implications and also includes limitations along with recommendations for further research.

摘要 i
致謝 ii
Abstract iii
Acknowledgment iv
List of Figures 2
List of Tables 3
1. Introduction 4
2. E-commerce 5
2.1. Definition 5
2.2. Growth of e-commerce in Guatemala 6
2.3. Customer Loyalty in the Guatemalan E-commerce Industry 7
3. Conceptual Model Development, Methodology, and Data Analysis 8
3.1. Conceptual Model Development 8
3.2. Methodology 17
3.3. Data Analysis and Results 19
4. Discussion 29
4.1. Summary 29
4.2. General Discussion 30
4.3. Conclusion 31
5. Managerial Implications 32
6. Limitations and Future Research 33
References 34
Appendix 39

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